Market Reports

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21st January 2009

Proactive Online Lead Generation, The next important development in Internet marketing.

 

Customer acquisition is the cornerstone of business survival. This places great importance on the success of the sales and marketing process. A key focus for today's business is Internet advertising, where spend continues to grow around the globe as it becomes a more favoured means of marketing.

 

The rapid evolution in Internet-based technologies has resulted in a broad range of new approaches to online marketing, with a mass of options – enabled by these web technologies – to expand sales and marketing activities.

 

Many different techniques fall under the broad definition of 'Online Lead Generation', including Paid Search, Natural Search, Email Marketing, Price Comparison sites and ad networks. Many of these methods have inefficiencies that are unclear at the outset.

 

Proactive Online Lead Generation, which draws on Data Marketing, is a very new development, and is fast becoming the solution of choice for Internet marketers because it not only ensures that direct marketing activities are highly focused from a budgetary perspective, but that the right customers are targeted. Personalisation of service is increasingly important to customers and Proactive Online Lead Generation helps organisations achieve it.

 

This paper explains exactly how Proactive Online Lead Generation works, puts it into context with other internet marketing technologies and shows how major organisations are now adopting the new techniques to great effect.

 

  1. The growth of Online Marketing
  2. The business challenges of creating a direct marketing campaign
  3. Current developments in lead generation technology and techniques – where Proactive Online Lead Generation fits
  4. Case Study – how high street retailer Next generated almost 10,000 leads online for its Next Directory
  5. Case Study – Harveys furniture store dramatically boosts sales leads by integrating Proactive Online Lead Generation with TV campaign
  6. Clash-Media as a company

 

“Clash Media’s leads have given us an excellent return. Its solution is consistently proving to be one of our best data acquisition channels. The beauty of it for us is that all of the leads Clash-Media provides us with have been double opted-in and are non-incentivised, which gives us the comfort that we are paying for real prospects, with genuine interest and 100 per cent accurate contact details.” Kevin Pratt, Marketing Manager, Cheapflights Limited

 

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June 2008

Online Lead Generation (B2C) Report 2008

 

The Online Lead Generation Report 2008, produced in association with lead generation specialist Clash-Media, is based on a survey of 600 digital marketers carried out in May 2008.

 

The 44-page report follows a similar, survey-based study carried out in 2007, enabling useful year-on-year comparisons about the role of online lead generation in the marketplace.

 

Online lead generation is about using the internet as a way of getting contact information for qualified prospects.

 

The report covers varous digital marketing methods (including the use of search engine optimisation, paid search, email marketing and online aggregators), and how they are rated for effectiveness and value for money.

 

Those taking part in the survey included company (client-side) and agency respondents.

 

The report findings are divided into the following sections:

 

* Growth and Importance of Online Lead Generation

 

* How Companies Generate Consumer Leads

 

* Lead Generation Budgets and Measurement of Effectiveness

 

* Online Aggregators

 

Highlights include:

 

* The vast majority of those surveyed see online lead generation as a growth area (94%), significantly up from 82% last year. This figure rises to 97% for both European (non-UK) and North American respondents.

 

* Since 2007, the proportion of company respondents who believe that their organisations are effectively exploiting online lead generation as a way of growing their B2C business has decreased from 44% to 41%.

 

* Two thirds of company marketers believe that investment in natural search (SEO) is “very good value for money”, making it the most cost-effective channel for generating B2C leads.

 

* In-house email marketing lists are also regarded by more than half of respondents (52%) as being very good value for money. This method compares favourably to rented email lists which only 16% perceive as offering very good value for money.

 

* The average conversion rate for leads acquired from online aggregators is 13%, compared to 11% for the overall average conversion rate of leads generated online.

 

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June 2007

Online Lead Generation (B2C) Report 2007

 

This Online Lead Generation (B2C) Report, produced by E-consultancy in association with Clash-Media, is based on the findings of a survey of more than 400 marketers carried out in January and February 2007.

 

Online lead generation is about using the web as a means of getting contact information for qualified prospects. This takes place before a conversion or sale of a product or service has occurred. The conversion, if it happens, may occur online or offline

 

The key findings of the research were as follows:

 

• 82% of online marketers see online lead generation as a growth area.

 

• 64% of online marketers see it as its own distinct area of online marketing.

 

• Three-quarters of respondents (74%) working for multi-channel organisations said that their companies are generating leads online with the intention of converting them offline (either “occasionally” or as “an important part of their strategy”).

 

• Only 44% of marketers say that their organisations are effectively exploiting online lead generation as a way of growing their B2C business.

 

o 47% of marketers say their business is NOT effectively exploiting online lead generation as a way of growing their B2C business.

 

• Press (i.e. newspapers and magazines) is the method of offline lead generation most commonly used to generate consumer leads (61% of respondents), followed by direct mail / postal data (51%).

 

• The online methods most likely to be used by company respondents to generate leads are Natural Search (78% of respondents), Paid Search (72%) and Email Marketing – inhouse lists (72%).

 

• The most effective methods of generating leads are all online. More than half of company respondents (52%) said that Paid Search was “very effective” while almost as many (48%) said that Natural Search was very effective.

 

o Email Marketing - in house lists, Affiliate Marketing, Shopping Comparison Sites, Viral Marketing and Acquiring Leads from Online Aggregators are deemed to be very effective by 38%, 34%, 26%, 25%, and 25% of company respondents respectively.

 

• Paid Search gets the biggest share of online lead generation budget allocation (28%).

 

• 60% of company respondents say they are either “excellent” (11%), “good” (22%) or “quite good” (27%) at measuring the effectiveness of their online lead generation activity.

o Despite this, there are many respondents who clearly feel there is room for improvement in this area, with 27% saying they are “average” and a further 8% saying they are “poor”.

 

• The difficulties associated with measuring the effectiveness of online lead generation activity generally fall into three categories:

 

o Difficulty of tracking leads through to conversion in a multi-channel environment.

o Lack of technology or poor technology for online tracking.

o Lack of resources.

 

• Only 16% of company respondents said that they buy lists of targeted prospects from online aggregators compared to 77% of company respondents are not using online lead aggregators.

 

o A fifth of respondents either “haven’t come across this” (12%) or “don’t understand how it works” (8%), suggesting that there is an opportunity for aggregators to educate prospective clients about this type of activity. A further 8% said they lacked the time to research this activity.

 

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